South Korea’s Fair Trade Commission (KFTC) imposed a 500 million won administrative fine and corrective measures on Jayworld Industry, known for its Alji Mat brand and as a key supplier of floor mats to major retailers. Officials made the announcement on April 19.
Scope of the Malicious Campaign
The company orchestrated a widespread effort across 54 online shopping platforms, posting 274 items that bashed a consumer credit management firm while aggressively promoting its own mats. This activity spanned from October 30, 2017, to June 27, 2018.
Although Jayworld deleted the posts at the request of the targeted corporation, the content exploited the firm’s name to portray its own products as superior. Offending phrases included: “That’s not a proper business at all,” and “I got tangled in that mess too, but came out unscathed—must’ve slipped through the cracks.”
Systematic Content Adjustments
Jayworld methodically screened and altered the problematic material in line with demands from the larger entity. These tactics sparked ongoing industry concerns about boycotts and business interruptions.
KFTC’s Rationale for Maximum Penalty
Regulators cited violations of Article 3, Paragraph 1, Item 4 of the Act on the Fairness in Labelling and Advertising. A KFTC official explained, “Given the posts’ malicious intent, their distortion of the company’s business reputation, and various extenuating factors, authorities applied the highest possible fine of 500 million won.”
